Founded in 2001 by leading European X-ray equipment manufacturers, Primax International was established to serve as a global sales channel, enabling these manufacturers to create their own dedicated marketing structure and maintain full control over the distribution process of their products.
Today, Primax International, with headquarters in Bergamo (Italy), stands as the distribution arm of one of the largest and most valued X-ray groups in Europe.
Interview with Massimo Cavallaro, Sales & Marketing Director at Primax International.
A brief description of the company and its activities.
Massimo Cavallaro: Our deep expertise encompasses every component of radiological systems, from advanced X-ray generators and precision mechanical positioners to state-of-the-art mobile units and sophisticated imaging software.
Operating directly from the Group’s factories located within the European Union, Primax International offers a comprehensive range of interventional and radiological imaging equipment.
Each of our systems is meticulously designed, manufactured, and tested within the EU, ensuring the highest standards of quality, safety, and performance.
This commitment to excellence makes Primax International a trusted partner for healthcare providers around the world, delivering reliable imaging solutions that meet the diverse needs of modern medical practice.
What are the main areas of activity of the company?
M.C: Primax International’s core activities include the supply, installation, and support of mobile surgical C-arms, ceiling suspension systems, and digital radiography solutions. We collaborate closely with regional distributors to provide tailored service, training for clinical staff, and ongoing technical assistance, ensuring smooth integration into existing clinical workflows.
What’s the news about new products/services?
M.C: Our portfolio continues to evolve with incremental hardware and software improvements. The Cyberbloc FP PRO remains our flagship mobile surgical C-arm, combining versatility and high-quality imaging for a wide range of surgical procedures.
We recently expanded our mobile line with the Raybow Moon and Raybow Lyra, designed for agile and precise positioning in compact operating environments.
Our Riviera CSX ceiling suspension system enhances flexibility and imaging quality in emergency and diagnostic settings. All systems benefit from ongoing software updates, including future AI-assisted functions aimed at optimizing image quality and supporting workflow efficiency.
What are the ranges of products/services?
M.C: Our product portfolio includes the following lines:
- Cyberbloc: mobile surgical C-arms with high-resolution imaging, motorized movement, and intuitive control panel, offering versatility across multiple procedures.
- Raybow: a full range of mobile systems designed for rapid positioning, agile maneuverability, and high-quality imaging, ideal for operating rooms with limited space.
- Levia: remote-controlled systems with full-frame dynamic flat panel detectors, wide patient coverage, and optional modules including tomosynthesis, DSA, automatic stitching, and high-end post-processing.
- Riviera: floor-mounted or ceiling-suspended digital system for diagnostic imaging, providing flexible positioning, wide coverage, and consistent image acquisition.
What is the state of the market where you are currently active?
M.C: The markets we serve are highly competitive, with increasing demand for flexible, reliable imaging systems, often considering budget constraints.
Hospitals and emergency departments are looking for solutions that can integrate smoothly into clinical workflows while maintaining high imaging quality.
Primax International, apart from domestic market (Italy), has successfully established a strong presence in Nordic and Baltic countries, Eastern Europe, Central Asia, South Africa, and other selected regions, often through multi-year agreements with trusted local distributors.
What can you tell us about market trends?
M.C: The imaging market is increasingly focused on mobility, flexibility, and space-efficient deployment. Mobile C‑arms remain in high demand, while ceiling-suspended systems are gaining traction in emergency, diagnostic, and hybrid OR environments, allowing versatile use of the same space.
Hardware improvements continue to influence purchasing decisions. Flat-panel detectors, real-time 3D imaging, and advanced dose-reduction features are highly valued, particularly when paired with software that enhances image quality and supports efficient workflow.
AI-enabled functions are becoming a key differentiator. Applications such as automatic anatomical landmark detection, procedural guidance, and image enhancement help streamline operations and improve outcomes, moving beyond optional features to expected capabilities.
End-users also prioritize partner-supported solutions. Local training, rapid technical support, and reliable system performance remain decisive factors, especially in cost-sensitive or high-demand settings. Suppliers who can combine flexible hardware, AI-driven software, and strong service ecosystems are best positioned to meet evolving needs.
What are the most innovative products/services marketed?
M.C: Our high-end C-arm Cyberbloc FP PRO, launched on April 2025, is becoming a reference in mobile surgical imaging, combining high-resolution imaging (IGZO technology detector with 4k monitor), easy and accurate movement, and user-friendly operation.
The Raybow Moon provide fast, precise positioning and agile movement in tight OR spaces, supporting various surgical workflows.
The Riviera CSX ceiling suspension system allows flexible, fast and automatic positioning, maintaining high-quality imaging in emergency and diagnostic areas.
Continuous software updates, and recently introduced AI functions enhance image quality, operational safety, and workflow efficiency across all products.
What estimations do you have for the end of 2025?
M.C: As 2025 draws to a close, the year has proven more challenging than anticipated, though our presence in regions supported by strong distributor networks and long-term agreements has granted stability.
Our focus throughout the year remained on strengthening partner relationships, refining our product portfolio, and delivering software and firmware updates that improve imaging quality, workflow efficiency, and system reliability.
Looking ahead to 2026, we aim to build on these foundations by continuing to provide flexible imaging solutions, while further integrating AI-driven features to support clinicians with precise, efficient, and safe workflows.
Primax International remains committed to delivering dependable imaging solutions that evolve with clinical needs, empowering hospitals, emergency departments, and surgical centers worldwide with practical usability, technological advancement, and strong partner support.
